The updated Chuck E. Cheese mascot will act as the brand's "founder" next week when the company introduces a new digital campaign titled "Message from the Founder."

According to the Dallas News, the campaign includes video, print, mobile and social media and was created by Richards Group. The agency was tapped to head Chuck E. Cheese's marketing profile in January.

The campaign will be directed mostly toward moms as the company shifts its messaging away from kids. During its most recent earnings call, CEO Michael Magusiak said the company's greatest opportunity to generate increased traffic and sales will be through its new comprehensive marketing and advertising strategies.

To reach the "mom demographic," Chuck E. Cheese executives have appeared at the annual BlogHer social media conference for women, have worked with mom bloggers and have created a presence on social media sites such as Pinterest and Foursquare.

Chuck E. Cheese unveiled its updated "spokesmouse" in early July. It is voiced by Bowling for Soup singer Jaret Reddick.

Two video spots will be rolled out for the initial campaign, titled "Locking Up" and "Cleaning Up." Dallas News has a preview here.

Read more about marketing, branding and promotions.

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